Detecting Routines: Applications to Ridesharing Customer Relationship Management
提出一种从交易数据中检测客户日常规律的新方法，应用于网约车场景，发现规律行为与更高未来使用率、活动率及服务失败韧性相关，有助于客户细分和精准营销。
Routines shape many aspects of day-to-day consumption. While prior research has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines—which the authors define as repeated behaviors with recurring, temporal structures—for customer management. One reason for this dearth is the difficulty of measuring routines from transaction data, particularly when routines vary substantially across customers. The authors propose a new approach for doing so, which they apply in the context of ridesharing. They model customer-level routines with Bayesian nonparametric Gaussian processes, leveraging a novel kernel that allows for flexible yet precise estimation of routines. These Gaussian processes are nested in inhomogeneous Poisson processes of usage, allowing the authors to estimate customers’ routines and decompose their usage into routine and nonroutine parts. They show the value of detecting routines for customer relationship management in the context of ridesharing, where they find that routines are associated with higher future usage and activity rates, and more resilience to service failures. Moreover, the authors show how these outcomes vary by the types of routines customers have, and by whether trips are part of the customer's routine, suggesting a role for routines in segmentation and targeting.